The Cities Book – A Visual Journey Through the World's Greatest Places

Bringing a Bold New Travel Book to the World

Lonely Planet has long been a trusted name in travel, and The Cities Book was one of its most ambitious projects—an immersive guide celebrating the most dynamic cities across the globe. While the book itself was a stunning piece of editorial design, it needed a marketing campaign that could capture its energy and excitement, enticing readers to explore the world from their coffee tables.

That’s where Friendly Universe stepped in. Partnering with Lonely Planet, we provided creative direction, art direction, and design for the book’s marketing campaign, ensuring that its release made an impact.

A Campaign as Vibrant as the Cities Themselves

To bring The Cities Book to life beyond its pages, we developed a marketing approach that was as visually engaging as the book itself. Our work focused on:

Striking Visuals: We crafted bold, eye-catching designs that highlighted the book’s stunning photography and editorial richness.

Digital & Print Advertising: From social media campaigns to in-store promotions, our assets were designed to draw travelers in and showcase the book as a must-have for explorers and dreamers alike.

Cohesive Branding: Every element of the campaign was carefully curated to align with Lonely Planet’s brand identity while giving The Cities Book its own distinctive feel.

A Global Hit with Travelers

The campaign was a success, generating excitement around the book’s launch and solidifying its place as a standout title in Lonely Planet’s catalog. The Cities Book resonated with both seasoned travelers and armchair adventurers, offering a fresh perspective on urban exploration.

By blending strong creative direction with compelling design, we helped ensure that The Cities Book wasn’t just another release—it became an essential part of the modern traveler’s collection.